It’s Not Just List Size, But What You DO With It

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This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Reality check: With email and social, size doesn’t guarantee success. To really drive …

This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Reality check: With email and social, size doesn’t guarantee success. To really drive results, you need awesome content. Learn how to get it and use it to increase your list size and sales.

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  • Fab.com
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  • AppSumo.com
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  • ThinkTraffic.net / PocketChanged.com

Transcript

  • 1. It’s Not Just List Size, It’s What You DO With It HUNTER BOYLE @hunterboyle #ASW14
  • 2. Hunter Boyle Sr. Business Development Manager o Digital content, marketing and optimization since dot-com days o Biz dev and content for AWeber o Lover of good beer, bad jokes o @hunterboyle | @AWeber #ASW14
  • 3. THE BIG QUESTION #ASW14
  • 4. RELATIONSHIP BUILDERS #ASW14
  • 5. Does this build TRUST? #ASW14
  • 6. Does this build TRUST? #ASW14
  • 7. 3 Factors to Focus On Today #ASW14
  • 8. Tip: “Always Be Asking” (and Listening) Source: Pivot Conference / Pivotcon.com Get the full infographic: Bit.ly/pivot-gap #ASW14
  • 9. Tip: Test a short survey in welcome emails for better content and segmenting #4. Tell me a little about yourself. What type of business do you run? What company do you work for? What's the one thing you think I should know about you? Results: Results: Thousands of real replies Thousands of real replies drive content, copy, offers drive content, copy, offers Over 3x list growth in 2 yrs Over 3x list growth in 2 yrs #ASW14
  • 10. Tip: Use social media channels to connect, learn and source #ASW14
  • 11. Tip: Make feedback loops and multiple options prominent #ASW14
  • 12. Tip: Try a little tenderness, learn from the break up #ASW14
  • 13. Tip: Test different offers for frequency and format #ASW14
  • 14. Tip: Dig into data for deeper insights on your audience WHAT THEY DID (AND DIDN’T) WANT Top 5 Newsletter Issues Lead story content – 3 ebook guides, 2 webinars (1 replay) – Average response: 20.5% open rate, 3.8% click rate Bottom 5 Newsletter Issues Results: Results: 14% more opens 14% more opens 72% more clicks 72% more clicks Lead story content – 4 webinars (invites), 1 video (app) – Average response: 17.8% open rate, 1.1% click rate #ASW14
  • 15. 3 Factors to Focus On Today #ASW14
  • 16. Tip: Test a welcome series to demonstrate WIIFM early #ASW14
  • 17. Tip: Speak with readers in a direct, honest voice #ASW14
  • 18. Tip: Test new incentives or VIP offers in emails #ASW14
  • 19. Tip: Strong joint content and social proof expand influence #ASW14
  • 20. Set clear expectations #ASW14
  • 21. Set clear expectations #ASW14
  • 22. Be real, direct, personable #ASW14
  • 23. Tip: “Always Be Asking” (and Listening) #ASW14
  • 24. Results: Results: Drove nearly 50% of first Drove nearly 50% of first week software sales week software sales Drove nearly 80% of sales Drove nearly 80% of sales of membership product of membership product List doubled to 97,000 in List doubled to 97,000 in one year one year #ASW14
  • 25. 3 Factors to Focus On Today #ASW14
  • 26. Tip: Make email hygiene a quarterly priority Results: Results: List size decreased from List size decreased from 8,250 to 2,500 (migration) 8,250 to 2,500 (migration) Engagement held steady Engagement held steady Opens rose to 49% avg., Opens rose to 49% avg., clicks up to 7% avg. clicks up to 7% avg. Now over 5,000 – doubled Now over 5,000 – doubled in one year – still higher in one year – still higher engagement engagement #ASW14
  • 27. KEY TAKEAWAYS  LISTENING BUILDS RELATIONSHIPS  VALUE+QUALITY+WIIFM = RESULTS  IT’S REALLY ABOUT THEM, NOT US #ASW14
  • 28. YOUR TURN #ASW14
  • 29. YOUR TURN #ASW14
  • 30. YOUR TURN #ASW14
  • 31. PARTING THOUGHT #ASW14
  • 32. THANK YOU! Hunter Boyle Sr. Business Development Manager o o o o @HunterBoyle About.me/HunterBoyle HunterB@aweber.com Email me for our free ebook: Optimize Your Email Campaign #ASW14